Understanding the Official MGM Casino Game
MGM evokes luxury, exclusivity and the essence of Las Vegas. Not only does our game communicate this, it also provides players with real - life awards, giving them a chance to experience it in person.
Old Design Examples
Our players come for the MGM brand, they expect to see a game that matches the real casino they know. The current tone of voice was too playful, and was not leveraging the IP of MGM enough.
Communicate that this is an official MGM product
Incorporate more elegance and maturity
Highlight the benefits our players get
Bring excitement of Real Vegas Casinos to our users
Brainstorming
By organizing a 4 hour workshop, our team was able to understand key pain points in our current design. We analyzed past events, redefined what we want to communicate to the players and assesed the overall User Experience.
We agreed on key elements we wish to communicate to our players from now on:
- Creative conpcets that serve the MGM Brand (branding events that communicate this, ex. MGM King of Lions)
- Events that refer to the real world (Holiday locations, big sporting events, exotic real world destinations)
- Using the defined brand style for generic creatives (standardized sales and popups)
New creative direction
Timeline and Results
The project was a slow rollout, with a goal to update the design style of LiveOps in 12 months. This allowed us to slowly introduce the new style to the players, and document the new direction for all teams. In the course of the year, business noticed a steady increase in DAU. This was one of our OKR’s, which, along with increased effort from Buiness and Data, was accomplished. We also noticed feedback from our players highlighting the effect the graphics had on them.
All materials are copyrighted and are property of Playstudios.
More to see
Driving revenue with UX - optimizing game sales
Driving revenue with UX - optimizing game sales
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